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Avis undertakes multimillion-pound ad review

Avis Budget Group, the car-rental company, is undergoing a £15 million review to analyse its global advertising structure, and is meeting with agencies next week to determine a new strategy.

The group has already undergone major changes this year, changing its branding significantly with the help of digital marketing company Leo Burnett Business. It changed its US tagline from “We try harder” to “It’s your space”, with a focus on targeting business travellers. Digital marketing agency Beta was hired earlier in the year to deliver a new plan for retail and brand messaging for both the Avis and Budget brands.

Avis Budget Group is now planning to increase its investment in both businesses, focusing on both online advertising and print media to ramp up visibility, as more traditional methods of advertising like posters are a major part of the brand’s current approach. Avis’ UK-based marketing agency is McCann Birmingham, while Budget has been working with Atomized Entertainment. Leo Burnett is wholly responsible for Avis’ advertising campaigns in the US, and this is thought to be unaffected by the upcoming changes.

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